Cognitive outcomes of brand heritage: A signaling perspective

Fabien Pecot, Altaf Merchant, Pierre Valette-Florence () and Virginie de Barnier ()
Additional contact information
Fabien Pecot: University of York [York, UK]
Altaf Merchant: University of Washington [Tacoma]
Pierre Valette-Florence: UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Virginie de Barnier: AMU - Aix Marseille Université

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Abstract: This paper examines the cognitive outcomes of brand heritage in the theoretical framework of signaling theory. Three quantitative studies show the added value of making brand heritage available to consumers in different situations of familiarity. The results show that brand heritage enhances perceived brand quality and commands a price premium for established companies (Study 1) as well as companies penetrating a new market (Study 2). It also outlines the moderating effect of the familiarity that consumers have with the company, and consumers' past time orientation. Theoretical and managerial implications are also discussed.

Keywords: brand heritage; signaling theory; price premium; time orientation; nostalgia (search for similar items in EconPapers)
Date: 2018-04
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01831914v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (32)

Published in Journal of Business Research, 2018, 85, pp.304 - 316. ⟨10.1016/j.jbusres.2018.01.016⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01831914

DOI: 10.1016/j.jbusres.2018.01.016

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